The United Nations Children’s Fund (UNICEF) and the Geena Davis Institute on Gender in Media (GDI) recently presented their findings through a report titled “Gender Bias and Inclusion In Advertising In India”. The research implied that, although Indian advertisements maintain an equal representation of women and girls as per global standards, the portrayal pushes forth gender stereotypes. The GDI, a non-profit research organization, gathers data on gender representation in media and vouches for equal women representation.
Gender Roles and their Prominence in Indian Advertisements
In Indian advertising, women and girls maintain a strong presence but are often seen endorsing traditional gender roles by marketing domestic and beauty products. This reinforcement of stereotypes leads to an intergenerational transmission of norms to children. It perpetuates a lack of empowering role models showcasing men participating in household chores and women working professionally.
Stereotyping Physical and Mental Capability in Advertisements
In terms of decision-making, male characters are more frequently shown making decisions about their future than female characters (7.3% compared with 4.8%). However, female characters are twice as likely to be shown making household decisions than male characters (4.9% compared with 2.0%). In the issue of colourism, about two-thirds of female characters (66.9%) in Indian ads have light or medium-light skin tones, a higher percentage than male characters (52.1%). Such portrayal propagates a discriminatory belief that lighter skin tones are more attractive. Also, female characters are nine times more likely to be depicted as “stunning/very attractive” than male characters (5.9% compared with 0.6%).
The Impact of Stereotypes
These stereotypes can lead to severe consequences. As girls and women begin to believe that their value comes primarily from their attractiveness, it can lead to increased rates of depression, self-loathing, eating disorders and many other problems.
Recommendations for Improvement
The report puts forth a set of recommendations aimed at governing bodies and content creators alike. Governing bodies are urged to establish guidelines for advertising with set benchmarks for equitable representation and the promotion of positive gender norms. This involves setting out rules concerning skin colour and caste/class representation. Similarly, content creators are encouraged to be more sensitive and aware of gender representation.
Status of Gender Equality in India
Despite facing hurdles, gender equality in India has seen some progress due to various legislative and policy measures, social-protection schemes, and gender-sensitive budgets introduced over the past years. Initiatives such as Beti Bachao Beti Padhao Scheme, Scheme for Adolescent Girls (SAG), Sukanya Samridhi Yojana, among others have been significant in this journey. India has achieved gender parity in primary enrollment and enhanced female literacy from 54% (2001) to 66% (2011). However, India still ranks 108th out of 153 countries in the global gender inequality index as of 2020.
Challenges Persisting
Several challenges persist, including gender-based discrimination and normalization of violence. Women suffer numerous deprivations spanning social, emotional, physical, economical, cultural, and caste-related aspects. Adolescent girls grapple with issues related to nutrition, early marriage and pregnancy, burden of care, and empowerment. It is also notable that 56% of them are anemic.
The Way Forward
Misrepresentations and harmful stereotypes of women in advertising significantly impact women and young girls. They shape their self-perceptions and their perceived worth to society. Although females dominate Indian ads, they continue to be marginalized through colorism and hypersexualisation. Going forward, it is crucial that these disparities in female portrayal be addressed to ensure an equitable society.
